Amazon, Ad Strategies, and Superman: What to Expect From 2025's 'Normal' CinemaCon

We may be living in abnormal times, but normalcy is the name of the game at this year's CinemaCon. The motion picture industry's premiere convention and trade show returns to Las Vegas for its 13th year from March 31 through April 3, as big exhibitors, big brands, big studios, and big stars look ahead to a consequential year for big screen entertainment. "This is the first normal year we've had in five years," Michael O'Leary, president and CEO of Cinema United—the exhibition trade organization behind CinemaCon—tells ADWEEK. That's a tacit reference to the various events that have delivered Clubber Lang-style body blows to the movie industry since 2020, including the Covid-19 pandemic and the 2023 SAG and WGA labor strikes. CinemaCon's 2025 edition hopes to restore balance to Hollywood's declining Force. All of the major studios are bringing blockbuster-heavy slates backed by massive marketing campaigns, while the big exhibition chains have already announced plans to invest over $2 billion in upgrades to the theatrical experience—which could offer the potential for new brand partnerships. Still, O'Leary is well-aware that challenges lie ahead, including a weak start to the 2025 box office as movies like Snow White and Mickey 17 have opened below expectations, and ongoing debates over a return to longer theatrical windows as more studios emphasize VOD and streaming. "I try to be honest about the situation we're in," he says. "What this year's sense of normalcy does is provide a more stable platform to have those discussions." ADWEEK will be on the ground in Las Vegas to hear those discussions live. Before CinemaCon kicks off on Monday, we spoke with O'Leary about some of the narratives driving this year's gathering, from the arrival of Amazon to the future of in-theater advertising. The name is Bezos... Jeff Bezos Amazon MGM Studios is ready for its CinemaCon close-up. At a time when streaming rivals like Netflix and Apple TV+ are often bypassing cinemas, Amazon is reportedly taking its theatrical ambitions global. It helps that the Jeff Bezos-founded company recently locked up creative control over one of MGM's signature franchises that's known the world over—the one that rhymes with "game on." "We're expecting a big presentation from them," O'Leary says of Amazon MGM's inaugural appearance, which will likely include footage of upcoming releases such as Another Simple Favor and After the Hunt, as well as potential news about the future of James Bond. "Our view has been, and will continue to be, that if there are studios out there that are committed to putting movies into theaters, our door is open." While Amazon is the first streamer to make use of that open door policy with a full presentation, Apple has popped up at previous CinemaCons via movies like Napoleon, which was distributed by Sony. It may be represented again this year by F1, the Brad Pitt-led racing drama funded by Apple and released by Warner Bros. The film's director, Joseph Kosinski, will be in Las Vegas for a panel discussion. "We talk to Apple on a regular basis," O'Leary says of the company's association with CinemaCon. "They've been very open with us about what they're trying to do [theatrically]." Courtesy Cinema United Captive ad audiences Everyone loves Nicole Kidman's AMC spots, but lengthy pre-rolls of in-theater ads remain towards the top of the list of audience complaints when they buy a ticket to a major motion picture. O'Leary acknowledges that's an aspect of the current moviegoing experience that could be improved as theater owners congregate and converse about revising and refining their marketing plans. "One of the challenges facing theaters right now is how to market effectively," he notes, adding that everything from trailers to merchandise can be considered part of a theater's marketing strategy. Unlike digital or mobile platforms, where advertisers can identify and target specific audiences, moviegoers represent a cross-section of demographics who just happen to be sharing the same viewing experience for two hours or more. "You're talking to multiple different groups of people, all of which might be processing information in different ways," O'Leary explains. For the theaters themselves, repeat business is the most effective way of measuring whether ads are having an impact. "You want people to say, 'Hey, I wan't to come back,'" O'Leary says. "That builds a cadence for people wanting to be in the theater." O'Leary on the trade show floor at CinemaCon's 2024 edition Bring out the brands Coca-Cola and Pepsi are two of the biggest brand partners for movie theaters, but O'Leary would love to see some different flavors in the mix. He's specifically interested in appealing to the companies that are part of what he calls the "going out" economy—think Uber, sports teams, and restaurants. "There's a lot of potential there," he muses. "And there's a story to tell where movie theaters are a part of that group. We just have to be better about telling it." Of course, CinemaCon already plays host to the many vendors that provide moviegoers with dine-in options, from gourmet popcorn to baked goods. And O'Leary makes a point of spotlighting those brands—many of which are independently owned and spread across the country—during his annual guided tour of the trade show floor. Those existing food and beverage vendor partnerships could provide a road map for bringing other brands into the cinema space. "If you're thinking creatively and keeping an open mind, there are lots of opportunities for promoting different brands in theaters," O'Leary emphasizes. Jon M. Chu launches Wicked at 2024's CinemaCon Marketing of steel CinemaCon provides a launching pad for the multi-million dollar marketing campaigns that power the release of every blockbuster-to-be. This year, Warner Bros. Discovery is hoping to see its latest version of Superman take flight in a big way. O'Leary says he has an inkling of some of the Man of Steel-related marketing materials that WBD will be bringing, but prefers to keep mum lest he be exiled to the Phantom Zone along with General Zod. He's also eager for Universal to unveil the gravity-defying marketing materials behind Wicked: For Good, the second half of the studio's blockbuster Broadway adaptation. "We had a presentation for the first part last year, and it was staggering the amount of thought they put into it," O'Leary recalls. "It was amazing to watch them preview their global campaign." For the exhibitors, the energy that's put into these marketing previews teases the energy that will be put into the pre-release promotion for specific titles. "When theater owners walk away from Las Vegas, they're thinking 'They're really going to promote that movie, and I'm excited about the way they're doing it," O'Leary notes. "And if exhibitors are excited, they're going to promote the movies more when they get back to their communities." Cinema United is bringing CinemaCon to a theater near you Buy your own ticket CinemaCon isn't open to the general public, which traditionally means—all together now—what happens in Vegas stays in Vegas. But for the first time ever, Cinema United is letting moviegoers in on some of the Sin City fun with a special 70-minute recap that will be released theatrically as part of its @ The Movies campaign. Presented by Fandango and Coca-Cola, the Sneak Peak Showcase will play in theaters on April 22 and 24 and feature a selection of trailers and other behind-the-scenes moments attendees witnessed during the week-long convention. Tickets are $3 and all proceeds will go to such charities as Variety Boys & Girls Club, Will Rogers Motion Picture Pioneers Foundation, and The Cinema Foundation "We wish everybody could come to CinemaCon, but that's just not feasible," O'Leary says about the impetus behind the Showcase. "So we're going to try and take a little bit of the magic out to people." Sharing magic with the masses? Elphaba would approve.

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